Operating Virtually: Are your clients excited about moving online?
A study done by TrustRadius in 2020 found that web conferencing grew by 500% in response to COVID-19 (Sadler).
With an increased use of online collaboration in recent years, more individuals are turning to virtual communication and video conferences to connect with others.
But are your clients excited about this change?
Now more than ever, it is important to check in to confirm that they are still receiving the level of service they expect. Providing a feedback survey* is one of the best ways to let them know their input matters, identify areas of improvement for your practice, and strengthen your overall relationship.
Strategically phrasing your questions in a survey helps to establish room for flexibility in responses. Rather than using yes-no or multiple-choice questions, adjust your survey by sending open-ended questions.
For example:
| Instead of saying: | Use questions such as: |
|---|---|
| Would you recommend our service to family or friends? | What was your first impression of our firm and what made you choose us? |
| Have we provided you with valuable guidance? | What is the most valuable thing that we provide to you and your family? |
| Did you experience good customer service? | How can we approve the way we communicate with you? |
| How satisfied are you with the level of service you have received? | In what areas do you think we exceeded the expectations you had for us? |
Additionally, let’s expand on some common responses from advisors on gathering feedback.
“I like using short questions that provide me with quick, simple responses.”
Using open-ended questions to gather qualitative data ultimately leads to more overall growth. By allowing a variety of answers to be given, using as many details as they want, you allow responses to be shared that may include opinions you are not aware of. This also provides you with an opportunity to follow-up with more specific inquiries and open up a more in-depth discussion.
“I don’t think I’ll get enough feedback to make a survey worth it.”
Research from Survey Monkey suggests that 85% of customers will likely give their feedback when their experience went well with a company, and 81% will provide their feedback when their experience did not go well (Sara, 2021).
People want to share their thoughts and feelings, and in an industry where referrals play a large role in clientele, understanding where you can improve within your practice is imperative.
“The potential for negative responses makes me hesitant to send a feedback survey.”
In a survey completed by Jack Zenger and Joseph Folkman from Harvard Business Review, 92% of survey responses indicated that they agreed with the following statement: “Negative (redirecting) feedback, if delivered appropriately, is effective at improving performance” (2014).
With that in mind, know that receiving corrective feedback from your clients and then adjusting based on that feedback suggests to your clients that you truly value their suggestions and will set you apart from others.
Ultimately, by taking a hands-on approach when collecting feedback from your clients, you are able to ensure that even as you grow and evolve, your relationship between you and your clients remains strong.
*Make sure that any survey tool used is approved through your own compliance or vendor due-diligence process.
We encourage you to take a few minutes to reflect on how your relationships have grown in a digital environment and look forward to seeing how you continue to grow in the 2022 new year!